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Work Background
Engrafo Digital DeliveryDirector
Jul. 2024Sydney, New South Wales, AustraliaLaunched in July 2024, Engrafo is my small business. A platform to provide freelance support to help organisations across Australia and New Zealand grow and deliver their digital transformation objectives. I'm a digital transformation 'doer.' Getting things documented and done are my key strengths. Mapping out all the moving parts and how they fit together then driving a 'smooth as possible' build to ensure that delivery happens - on time and on budget. My core capabilities include: * Project Management / Delivery Lead
* Business Analysis
* Product Management
* Change Management
Ramsay Health CareDelivery Lead | Senior Business Analyst
Dec. 2022 - Jun. 2024Sydney, New South Wales, AustraliaThe shift into healthcare was extremely rewarding. Ramsay is currently in the early phases of a multi-year digital transformation program that unpins their strategic roadmap to 2030. During my time at Ramsay I served in both Senior BA and Project Manager roles, including: * Led the build and deployment of InPlace Network, a student placement platform that allows hospitals and tertiary education providers to manage clinical placements for health care students. * Delivery Lead for the build and deployment of 'Digitised Medical Records.' This is a key initiative in Ramsay's digital transformation roadmap, designed to transition hospitals from traditional paper based medical records to secure digital records.
WooliesXLead Business Analyst | BA Manager
Jan. 2016 - Oct. 2022Sydney, AustraliaAs a Lead Business Analyst at WooliesX, I was fortunate to have been part of the Everyday Rewards team since 2016 and had the opportunity to build deep domain expertise in the loyalty space. * Led and contributed to a range of projects including the relaunch of Everyday Rewards in 2016 (introduction of the core 1 point per $1 spent proposition), the enablement of Everyday Rewards in Tasmania and early work on Everyday Extra (Subscriptions). * Wrote the initial RFP document that resulted in the selection of EagleEye as the vendor who will ensure that Woolworths delivers its long-term strategy of 'hyper-personalisation at scale' for real-time, AI enabled customer offers. As a BA Manager | Chapter Lead, I was responsible for growing and managing a team of up to twelve Senior BAs. Led the team with a particular focus on capability uplift and best-practice for a team of BAs with a loyalty domain expertise.
McGrath Estate AgentsSenior Digital Business Analyst
Mar. 2015 - Dec. 2015Sydney, AustraliaPart of the website transformation team that launched the brand new www.mcgrath.com.au in preparation for McGrath’s ASX listing as a public company in December 2015. I worked collaboratively on all BA deliverables in partnership with another Senior BA. This was a stakeholder driven project that required intensive preliminary engagement and workshops with all major business areas, to ensure business requirements were gathered, understood and translated into wireframes (all usability work produced internally as part of the BA function). My role required distilling feedback from comprehensive stakeholder workshops (core team including solution architect, .NET developers, front-end developers and back-end database experts) – into a detailed portfolio of documentation including a comprehensive business requirements document. The requirements and functional specification facilitated the development of complex functionality for the site, highlights including: - Detailed search functionality that allows users to narrow properties via a range of search types, location preferences and multiple property filter options - Sortable search results viewable in both grid and list view
- Integration of dynamic database driven listing information for property details pages - Self-service functionality, to manage property alert subscriptions and communication preferences I also developed the test plan documentation and all use cases, and worked closely with the test lead through all phases of testing and UAT.
Hollard InsuranceDigital Project Manager
Jul. 2014 - Mar. 2015Sydney, AustraliaLed the next phase of evolution for the insurance comparison website: www.choosi.com.au, with a brand new look and feel and added levels of functionality. An expansive digital project management role including project scoping, stakeholder engagement, budget control, wireframe and prototype development, test planning and management, infrastructure and database integration planning and deployment.
ConcentrixGlobal Digital Project Manager for Marketing
Feb. 2014 - May. 2014Sydney, AustraliaReporting to the Senior Vice President of Marketing, this role entailed responsibility for all aspects of company digital strategy and project management at the worldwide level. Encompassing strategy development and tactical execution of project plans for website development, social media and online marketing. This role was a transfer of my role at IBM, due to divestment of IBM Global Process Services to Concentrix.
IBMDigital Marketing & Project Lead, Global Process Services, IBM A/NZ
Aug. 2012 - Feb. 2014Sydney, AustraliaStrategic and tactical responsibility for all aspects of the digital marketing function for Global Process Services (GPS) across Australia and New Zealand. Ownership of the end-to-end digital experience for clients and prospects, including the visual layout of the website and development of all content.
Included planning and execution of yearly and quarterly digital plans, with the following key functions: website management and development strategy, social media strategy and social media content development, paid and organic search optimisation, content strategy and development (videos, infographics, etc) and online marketing.
Ownership of the website maintenance and audit process including management of website developers.
Establishment of a conversion funnel between digital activity and the business, to deliver leads to the GPS pipeline.
DellDigital Project Manager (Consulting)
May. 2010 - Jul. 2012Was asked to return to Dell Computers in a contract consultant capacity, providing project management services for the Global eCRM organization. Key focus areas have included: deployment management for digital behavioral targeting initiatives, liaison between eCRM and Dell Privacy / Legal to ensure online privacy compliance for all eCRM projects, management of global translations requirements including funding negotiations, roll-out of tactical projects to drive uplift in permissible email volumes.
Westmead Medical Research FoundationDigital Project Manager
Sep. 2009 - Apr. 2010Sydney, AustraliaResponsible for the strategic development and project management of all online initiatives relating to The Move Movement programme - a flagship fundraising initiative for WMRF.
DellGlobal Online Business Editor - Enterprise
Sep. 2007 - Jul. 2008Develop and execute online and interactive strategy for site infrastructure of the Enterprise segment. Conceptualize and execute innovative web based content and tools to drive Enterprise sales. Project management for the inception and roll-out of new web technologies and applications. Manage information architecture, web content development, site usability and user experience, user testing and QA.
DellOnline Services Business Manager
Oct. 2006 - Aug. 2007 Full ownership and leadership of the European online Services business unit, managing the Services online P&L, annual revenue target of $14 million with YoY growth at 10-12%. Development, execution and analysis of the yearly and quarterly online Services marketing plan. Management of all daily operational activities for Services within the online channel (pricing updates, promotion, information architecture and usability, user testing, content updates, legislative updates). Manage a cross-functional team with dedicated sales and content development staff.
DellHSB Online Content Manager
May. 2005 - Oct. 2006Management of all online content programs for Services and Finance within European Home and Small Business: warranties, recycling, asset recovery, finance information. Development and on-going evolution of multiple content vehicles: content portals and mini-sites, learn mores, statements of work, landing pages, interactive customer selection tools.
DellClient Brand Manager
Sep. 2004 - May. 2005Channeled product information and updates to sales floor via multiple communication vehicles. Delivered training programs for new products and cross-sell strategies. Developed tools and strategies to leverage and aid sales teams in achieving revenue, margin and unit targets. Development and implementation of the Client specific quarterly marketing plan for UK PAD. Drove Client marcom activities and cross-line of business integration.
Norris Ward McKinnonClient Relationship Manager
Jun. 2003 - Jul. 2004Development and execution of the strategic marketing plan, with supplementary plans for each legal unit. Leveraging both ATL and BTL for a comprehensive cross-tactical marketing programme: including, direct marketing, marcom vehicles, promotional strategy, public relations, CRM, advertising and events. Complete re-development of the firms’ brand identity including concept and creative direction (in partnership with the agency), copywriting and production management of all materials. Implementation of a cross-functional advertising strategy, leveraging print, radio and yellow pages to present firm-wide generic services with industry specific publications to showcase specialist legal services. Development and implementation of marketing and customer care ‘best practice’ training for staff. Developed and executed the firms’ first website concept and online marketing strategy.
County Estate ManagementMarketing Manager
Oct. 2001 - Nov. 2002Development and execution of the first formal strategic marketing plan, leveraging both ATL and BTL tactics with a focus on direct marketing and advertising in response to a core objective of new client acquisition. Re-development of the company brand identity, including concept and creative direction (working with an agency), copywriting, production and print management. Development and execution of a Customer Relationship Program, leveraging communication vehicles (newsletters) and customer research (customer care calls and focus groups). Created and executed the company’s first strategic plan for a website concept and online marketing.
British TelecomProject Manager (Freelance)
Aug. 2001 - Sep. 2001Extensive internet based research assessing the profiles and existing telecommunications analysis conducted by each company, to establish their relevance and suitability for the database. Telephone based interviewing to gain further qualitative insight into the background and research activities of the analyst company. Compilation of findings onto computer database for use as a key British Telecom information tool. Liaison with the intranet department in development of the database as an intranet based tool accessible to all BT staff nationwide.
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